University of Twente Student Theses

Which way to follow? : developing an innovation strategy for indenty

This research is conducted on request of the management of Indenty. Indenty is an
organization with around twenty employees and is operating in the business of search engine
optimization (SEO). The research is aiming at the development of a proper innovation
strategy for the organization of Indenty. For the realization of this a research model of
Roozenburg & Eekels (1998) is used. To guarantee the validity of the research the
methodology of the research is focused on multiple data-gathering methods.
A literature study makes clear that an organization needs to have an innovation focusing on
both sustaining as well as disruptive developments. For the developments the use of a firm’s
network is important. Network theories advocate a close relationship with important players
in a network. An organization needs to be in a position in which it can create information
benefits. An open innovation strategy is advisable in order to enhance the organizational
resources.
The external analysis shows that the current SEO market will rapidly change, because of new
influences of social media, universal search and personalized search. This will make
sustaining developments much more difficult, although the outcomes makes clear that there
are still possibilities to earn revenues with current SEO techniques. Long-term developments
will focus on the development of products which support a firm’s management with
information about the visibility of its website on the internet. This is confirmed by the experts,
although Web 3.0 developments can disturb these forecasts.